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Are the Recently Reduced Price SoundCloud Artist Subscriptions Worth It?

Posted on 19 December 2024
SoundCloud

The digital landscape for emerging acts striving to gain exposure and revenue streams continues to shift rapidly as fresh features and pricing adjustments are introduced. One of the newest developments is SoundCloud’s decision to introduce a more affordable artist subscription tier, one that sits between its free option and its previously introduced, more expensive plan at $3.25 per month.

Musicians are always on the lookout for sensible ways to get their songs heard, distributed across various streaming platforms, and, ideally, to see some return for their creative efforts. This new plan has been rolled out after successful trials in a few countries, and it is designed to broaden access to distribution, mastering credits, and better promotional tools.

Still, the key question remains: Is it actually worth committing your hard-earned cash? As we dig deeper, it’s worth bearing in mind that everyone is trying to find a way through the noise, and not every paid service guarantees a happy ending. With comparisons to the well-established Spotify for Artists offering and an honest look at both the upsides and the downsides, this piece aims to give you a more grounded perspective on the matter.

More Affordable Ways to Get Your Music Out There

For many who make tracks in their bedroom or small studio, the sound of a monthly bill might sting. Budgets are tight, and it’s hard enough investing in gear, mixing, mastering, and artwork. With that in mind, SoundCloud’s latest approach is trying to hit the sweet spot.

The cost for the newly announced tier is quite low compared to what came before, and cheaper plans can allow musicians to stretch their limited resources a bit further. At first glance, the lower fee will allow you to share as many pieces of music as you like, although the total amount of audio you host will be restricted.

There’s no strict shortage of upload slots, but there is a cap on the total length of material you can have up at once. This gives upcoming creators a chance to experiment and evolve their catalogue over time, without being hit with higher fees straight away.

Another attractive perk is the ability to spread two songs each month beyond SoundCloud’s own platform to a range of other outlets. Whether it’s the household names of streaming or the smaller services that cater to niche audiences, having your work land in more places offers the chance to reach different listeners. You even retain all royalty income from plays on SoundCloud, plus earnings from other platforms once you’ve sorted out all the necessary details.

SoundCloud artist subscription plans

In principle, this is appealing. At a low monthly cost, it can help you transition from a purely hobbyist level into something slightly more professional. Furthermore, this tier gives you the chance to have a professional-level mastering credit each month. This perk, while modest, could help your tracks sound more refined and ready for digital distribution. Considering the cost of standalone mastering from external professionals, even one credit per month might feel like a helpful nudge in the right direction.

Yet, as we all know, the music world is full of promises. There are countless platforms claiming to help get your work discovered. SoundCloud’s revamped subscription includes features that claim to get your music in front of those who are likely to appreciate it.

There are mentions of algorithms and the possibility of getting placed on special playlists. Sure, that sounds compelling. But even the best algorithms can be hit or miss. There are no guarantees that your next tune will find its ideal audience simply because you’re paying a few quid a month. For every story of an unknown act breaking through, there are countless others who remain adrift in obscurity. Keep your expectations realistic.

Comparing to Spotify for Artists: What’s Different?

The giant in the streaming world, Spotify, has its own suite of features for creators, including analytics, pitch tools, and chances to influence editorial selection through their dashboard. Unlike SoundCloud, Spotify’s approach generally doesn’t involve charging creators simply for the privilege of distribution and unlimited uploads—largely because, under normal circumstances, you don’t upload directly to Spotify; you work through a distributor, who often charges their own fees.

With Spotify for Artists, the platform’s main draw is the wealth of data it provides. Detailed breakdowns of listener demographics, helpful graphs showing how your following develops over time, and tools to pitch to playlists are all in the toolbox.

Crucially, though, Spotify for Artists doesn’t handle distribution itself unless you partner with a selected third-party aggregator. So while the analytics on Spotify are strong and can help steer your career, you often need another intermediary for getting your tracks on their service.

By contrast, the new SoundCloud subscription aims to cut out some of that complexity. It potentially streamlines your approach by combining distribution, royalty collection from multiple outlets, basic mastering, and some promotional tools.

This holistic approach can feel like a more straightforward package. With Spotify, unless you’re dealing with a partner distributor that charges you either a fixed sum per track or a yearly subscription, you might be comparing apples to pears. SoundCloud’s move to gather services under one monthly fee might make life simpler, especially if you’re newer to the game and don’t want to juggle multiple services just to get your music live.

Yet, on the flipside, this simplicity means that if SoundCloud’s distribution and promotional push don’t deliver results, you might have been better off using a dedicated distributor and focusing your promotional energy elsewhere. Spotify for Artists doesn’t charge you to manage your profile, edit your pictures and bio, or access listener data. It’s merely a tool that sits on top of their well-established platform. That separation might mean you’ve got more freedom to pick and choose how you shape your distribution and promotional strategy.

With SoundCloud’s new plan, you’re hoping that this neat bundle will pay off. If it does, fantastic. If it doesn’t, you might be locked into something that doesn’t fully match your evolving needs.

Conclusion

So, should you invest in these cheaper SoundCloud artist subscriptions? That really depends on where you stand as a creator and what you expect from your chosen services. If you’re just dipping your toes in the world of streaming and are looking for a low-cost method to centralise distribution, gather some analytics, and try a bit of professional polish on your tracks, it could be a sensible starting point. It might make more sense than juggling a distributor for Spotify while separately managing your SoundCloud presence.

If you’re an artist who already has a good system in place, with a preferred distributor, a reliable mastering engineer, and an established strategy for how to get your music discovered, this new SoundCloud tier might feel more like a lateral move rather than a forward leap.

Ultimately, no subscription or platform feature on its own will magically grant you an audience. Every musician’s journey is filled with uncertainty and trial and error. The lowered SoundCloud fees are a step in a helpful direction, making some tools available at a smaller cost. But remember: everyone is hoping for a piece of the spotlight, and not every plan will live up to your hopes. Approach it with clear eyes and realistic expectations. If nothing else, you’re investing a smaller sum than before, so the risk is lower—and that, at least, is something

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For more information and advice on how to navigate the music industry, contact us today about our artist consultancy services, or keep following our blog to stay up to date with all the latest music industry developments.

Article by Amelia Vandergast

Dead Venues, Desperate Artists: The Moral Fallout of the OnlyFans Escape Route

Posted on 13 December 2024
Venues

The Night Time Industries Association has calculated that if closures continue at the current rate, there won’t be a single nightclub left standing in the UK by December 2029. Only a few years ago, this statement would have sounded like an alarmist headline pushed by the Daily Mail with only a modicum of possibility. Yet here we are, watching our nightlife institutions drop off one by one, limiting the number of spaces fledgling artists can mould their sound.

As inflation continues to bite, the entire live sector is feeling the pinch. Grassroots venues are desperately holding out tin cups to music fans who are struggling to justify buying even the cheapest ticket. Promoters are faced with dwindling attendance and rising overheads. Artists, too, find themselves trapped in a paradox: more than ever, they need the revenue from tours and merchandise sales, yet audiences are inclined to stay at home, streaming tracks as an affordable way to keep connected to the music industry in the most isolated way possible.

Against all this, we have artists such as Kate Nash, stepping forward to proclaim the virtues of OnlyFans as a means of financial salvation. On the surface, she might be presenting it as a bold, liberating stand. Yet, her ‘cheeky’ PR stunt reeks of privilege.

It’s all very well for Kate Nash, who has already carved out her niche and used to enjoy record deals and chart presence. For a struggling musician with minimal profile, flitting into the digital sex trade may not be so much about empowerment as it is about raw survival. Should sex work, digital or otherwise, become a necessary evil of the creative grind after artists have had to push back against toxic objectification?

It’s a messy moral labyrinth which points to a painfully simple truth: nothing adds up. The numbers on spreadsheets, the advice from industry heads, the cries for support, the indignation when that support doesn’t materialise, none of it tallies into a solution or leads to a route back to a healthier balance between artist, venue, and listener.

The Domino Effect of Vanishing Nightclubs

Each time a nightclub closes, we lose part of a circuit that musicians rely on. These institutions host afterparties that become prime networking spots, and they double as testing grounds for emerging acts. Without them, the entire ecosystem falters. Fewer club nights mean fewer up-and-coming DJs gain traction; fewer late-night gigs mean new bands get fewer bookings. Eventually, the entire grassroots support base collapses. Larger venues and arenas rely on this lower tier of the live music pyramid to nurture the talent that eventually fills their larger stages.

We have policymakers spouting hollow words about how the creative industries need support, while simultaneously granting permission for property developers to snap up old club spaces and turn them into luxury flats, supermarkets, or chain restaurants. This suburbanisation of once vibrant nightlife hotspots strips away the environment that allowed creativity to simmer into something substantial. Without that tangible cultural infrastructure, the music scene becomes a ghost town of studio-only artists who never get to find their stage legs. Without a stable funnel of performers moving from the smallest clubs to the more mid-sized venues and beyond, the entire industry’s future looks bleak.

Many people point to streaming and digital platforms as the saviours of modern music, but they neglect the symbiotic relationship between live performance and recordings. Artists develop their stage presence in front of a sweaty audience, feeding off the energy in the room, making mistakes, and learning lessons that studios can never teach them. Take these spaces away and you strip away the real-time human element that polishes rough edges and can turn a bedroom producer into a bona fide stage performer. We need to acknowledge that a city without nightclubs and small music venues is a city losing its cultural pulse.

Inflation’s Iron Grip on Pockets and Tickets

The cost-of-living crisis hits everyone differently, but it is always those at the bottom who feel it most. Music fans, who just a few years ago wouldn’t think twice about catching a midweek gig, are now doing grim household maths before even considering treating themselves to a live experience. The increase in electricity bills, the spike in food costs, the general malaise of living expenses going through the roof—none of these make spending money on a gig ticket easy. No matter how cheap the gig tickets are, there is no getting around the fact that people’s spending power is diminished.

Smaller merch sales mean less money in artists’ pockets; fewer sold-out gigs mean less leverage for organisers when booking future acts. It’s a vicious cycle that no single stakeholder can break free from without collective efforts.

Raising ticket prices to cover costs would only make matters worse. Fans simply don’t have the disposable income to absorb those increases. Meanwhile, the artists—hardly known for rolling in wealth—bear the brunt. They’re torn between the desire to keep their shows accessible and the need to be paid fairly for their work. Beyond the artist and promoter dynamic, even backline technicians, sound engineers, and lighting operators are feeling the burn. Inflation affects everyone from top to bottom.

In this financial climate, it’s not enough for the industry to blame one facet. Everyone is backed into a corner. The consumer faces their dwindling bank balance and chooses the sofa and the streaming subscription. The promoter stares at their empty venue and wonders what more can be done. The artist attempts to find alternative revenue streams, some of which blur moral boundaries. We might yearn for a fairytale solution, but this scenario is more like a steadily collapsing Jenga tower with no sure moves left.

Kate Nash’s OnlyFans Gambit and the Privilege of Sexual Reinvention

On the surface, Kate Nash suggests that artists can harness platforms like OnlyFans for empowerment and a sense of independence. She claims it gives her control. Perhaps for someone with a decent existing audience and a name that already resonates, this seems plausible. A well-off artist can toy with risqué ventures and call it creative liberation. Yet what about the performer who doesn’t have that safety net? The one who’s considering sexual services—online or offline—out of pure financial desperation, not out of a desire to reinvent their brand?

The notion that turning to OnlyFans is automatically empowering is as flimsy as a cheap pop-up. Some artists are forced into these corners not by choice or a sense of daring exploration, but simply by having no other viable options. While some celebrate the sexualised brand-building exercises of well-known names, we must acknowledge the darker reality beneath the glossy surface: genuine poverty often pushes people into sex work. The sense of “freedom” touted by privileged voices can be non-existent for those who feel trapped by their circumstances.

Blurred lines between creativity and sexual labour don’t necessarily indicate a fresh new paradigm in the music industry. Instead, they highlight how dire the financial predicament has become for many. It’s about survival, and survival often comes at the cost of autonomy. We need to scrutinise the narratives put forward by those who have the privilege to spin their situation as a quirky career move. While Kate Nash can trot out a soundbite about feeling “empowered,” many unknown artists and session musicians must face the grim reality that if they follow suit, it’s not a statement—it’s a matter of staying afloat.

Rather than applauding the pivot to OnlyFans as some kind of progressive, creative solution, we ought to recognise it as a symptom of an ailing industry. The fact that musicians must even consider it as a revenue stream says more about the world they’re forced to operate in than it does about their personal liberations. Real empowerment would lie in restoring the economic stability of the music world, not suggesting that becoming a part-time sex worker is an appealing next step.

Searching for a Way Forward: No Quick Fixes, Only Complex Trade-Offs

If we accept that nothing adds up, where do we look for solutions? The reality is that neat answers are thin on the ground. The challenges are systemic, interwoven with cost-of-living issues, profit-driven property development, industry exploitation, and the loss of community spirit. None of these problems have a single bullet to fire at them.
Screaming at music fans to support independent venues and artists via their wallets isn’t going to lead to a solution; they don’t HAVE the money to spend, if they DID, the industry wouldn’t be in such a dire state of disrepair. The onus has to be shifted away from the cash-strapped consumer towards local councils and MPs who can protect cultural infrastructure and slow the haemorrhage of venues.

For artists, collaboration is key—artists can unite, form collectives, and advocate for fairer splits from streaming services. Getting a better deal from these digital giants won’t be easy, but a united front is more persuasive than scattered cries.

At a policy level, we need to see meaningful protection for venues. Nightclubs and grassroots music spaces must be treated as cultural treasures, not disposable assets. If government grants, protective legislation, or business rate relief could keep these places running, then it’s time to stop dithering and start implementing. If the situation is dire enough to predict no nightclubs by 2029, we must take that as a genuine call to arms.

In the end, these suggestions might feel like a triage rather than a cure. Perhaps they are. But if we do nothing, accept the closures, watch artists flee to digital sex work, and shrug at the imbalance, the cultural landscape will only worsen. There’s no single fix, but we can at least start pushing in a direction that doesn’t involve letting our nightlife culture rot in silence.

Article by Amelia Vandergast

Holiday Merch: A Boon or Bane for Independent Musicians?

Posted on 24 November 2024
Holiday Merch

As the festive season looms, independent musicians find themselves at a crossroads: to capitalise on holiday merch or to abstain in the interest of non-capitalistic integrity.

While the prospect of boosting income during the lucrative fourth quarter is undeniable, there’s a fine line between savvy entrepreneurship and straining relationships with fans. In an era saturated with relentless advertising and commercial opportunism, is it wise for artists to join the fray, or does it risk reducing their supporters to mere cash cows?

Adding to the dilemma is the issue of sustainability; sure band Christmas tees and jumpers may seem like a good merchandising idea, but as society grows increasingly aware of the need for environmental and ecological sustainability, do you really want to be selling items that will be gathering dust for 95% of the year?

Maximising Revenue Streams in Q4

For independent musicians struggling with insulting royalty fees and the expense of music marketing, production and touring, every penny counts, and the fourth quarter presents a prime opportunity to bolster income through holiday-themed merchandise. Limited edition vinyl, festive apparel, and exclusive bundles can entice fans to part with their hard-earned cash. This surge in sales can provide a much-needed financial cushion, enabling artists to fund future projects, invest in better equipment, or simply keep the lights on at home.

Moreover, holiday merch can serve as a creative outlet. Designing unique, seasonally-inspired items allows musicians to express themselves beyond their music. It also keeps them relevant during a period when competition for consumer attention is fierce. Let’s not forget, that in an industry where streaming services pay pittance, diversifying income streams isn’t just smart—it’s essential.

Fans as Cash Cows? The Ethical Dilemma

However, there’s a darker side to this coin. Bombarding fans with merchandise pushes risks reducing the artist-fan relationship to a series of transactions. Supporters may begin to feel like walking wallets rather than valued members of a community. This is particularly precarious for independent musicians, whose careers often hinge on cultivating close, genuine connections with their audience.

Excessive merchandising can come across as desperate or insincere. If every social media post and newsletter is a thinly veiled sales pitch, fans might start tuning out. Worse still, they could perceive the artist as exploiting their loyalty, leading to disengagement or even backlash. In the quest for short-term gain, musicians risk long-term damage to their reputation and relationships.

Navigating the Holiday Commercial Onslaught

The festive period is notorious for its commercial aggressiveness. Companies bombard consumers with advertisements, flash sales, and limited-time offers, all vying for a slice of the holiday spending pie. Black Friday and Cyber Monday have morphed into a marathon of consumerism, pressuring people to buy more, often beyond their means.

In this context, independent musicians hawking holiday merch become part of the problem. They’re adding to the cacophony of commercial noise, contributing to the stress and financial strain many feel during this time. Fans are already stretched thin, balancing personal expenses with the societal expectation of gift-giving. Another plea for purchases might be the tipping point that turns admiration into annoyance.

The Fragile Artist-Fan Relationship

At the heart of this issue lies the potential harm to the artist-fan relationship. Fans support independent musicians not just for their art but for the authenticity and transparency they represent. If merchandising efforts are perceived as opportunistic, it can erode the trust and goodwill painstakingly built over time.

Artists must tread carefully to avoid appearing exploitative. This could involve limiting promotional content, ensuring that any merchandise offered is genuinely valuable, and perhaps even acknowledging the commercial nature of the endeavour with humility and gratitude. Transparency about how the funds will be used—such as funding a new album or tour—can also mitigate negative perceptions.

Other Ways Independent Artists Can Utilise the Holiday Season

Previously, we have written about how the festive season is one of the worst times to release new music as the music industry slows down and fans are less receptive to new music given the frantic nature of the festive season which is fuelled by the stress of wondering how to fund the excessive expenses tied to the holiday season.

The festive period is a great time to get stuck into writing new songs or working on other projects, such as music videos, to launch in the new year. These kinds of endeavours won’t bring in cash instantly like launching a new batch of festive merch but it always pays to play the long game in the music industry.

Independent artists can also consider planning Christmas shows in their hometowns to take advantage of the social buzz which amps up during Christmas. Fans will get far more value from an opportunity to celebrate the season with you rather than buying a piece of festive merch from you that they can only use for a few days of the year!

Conclusion

In weighing the merits of holiday merchandise, independent musicians face a complex calculus. While the potential financial benefits are tempting, they come with significant risks to fan relationships and artistic integrity. The decision isn’t a straightforward one; it requires a nuanced approach that considers both the economic realities of being an independent artist and the ethical implications of commercial actions.

Ultimately, if artists choose to venture into holiday merchandising, it should be done thoughtfully and respectfully. By prioritising genuine connection over profit and being mindful of the broader commercial landscape, musicians can navigate this tricky terrain without compromising the trust of those who matter most—their fans.

Article by Amelia Vandergast

Get Spotify Wrapped 2024 Ready: An Independent Artist’s Guide to the Biggest Streaming Event of the Year

Posted on 17 November 2024
Spotify Wrapped

As the end of the year approaches, as does anticipation for Spotify Wrapped, the annual event that music lovers and artists alike eagerly await. For independent artists, this is more than just a recap of the year’s most-played songs; it’s a golden opportunity to increase visibility and grow their audience.

While it’s well-known that Spotify’s royalty payments might not always align with artists’ expectations, the platform is undeniably powerful for promotion and discovery, thanks to its vast user base and playlist-driven exposure, and Spotify Wrapped 2024 shouldn’t be overlooked as a chance to strengthen connections with fans and ramp up the royalty payments in Q4. 

In a significant update for 2024, Spotify has announced an extension to the Spotify Wrapped deadline, now set for November 20th. This adjustment provides artists additional time to fine-tune their presence on the platform, ensuring they can maximise their impact during Wrapped. Historically, this period has seen a surge in engagement, with last year’s Wrapped attracting 225 million fans across 170 markets, marking a 40% increase from the previous year. This proves Wrapped’s role as a pivotal moment for artists of all sizes to connect with a global audience.

How to Get Spotify Wrapped 2024 Ready

  1. Preparing Your Artist Profile 

First things first: your artist profile is your identity on Spotify. It’s crucial to make it as engaging and reflective of your artistry as possible. Update your profile picture, bio, and banners to ensure they are current, high-quality, and true to your brand. Your profile isn’t just a part of your digital portfolio; it’s the front line of your interaction with both existing and potential fans. To make it easier for your fans to connect with you on other platforms, always signal where your listeners can find you on social media by sharing your handles or direct links to your website, Instagram, Facebook and Twitter pages.

  1. Highlight What Matters

If you think that simply uploading your music to Spotify is enough, you are overlooking the platform as a prime place to showcase your merch, provide fan support links and exclusive playlists curated by yourself, giving your fans an inside view into what bands and artists you’re loving at the moment and who inspired you. In doing so, you will provide direct avenues for monetisation and fan engagement.

  1. Countdown to New Releases

Anticipation is a powerful tool in music marketing. Consider setting up a Countdown Page for upcoming releases. This feature can be integrated directly into your Spotify Artist Profile and serves as a real-time countdown to new singles, albums, or important announcements, keeping your audience engaged and excited.

  1. Leveraging Spotify for Artists Tools

Spotify for Artists offers a plethora of tools designed to amplify your presence and engagement on the platform. Utilise these tools to understand your audience better and tailor your music and marketing strategies accordingly. For more information on how to make the most of Spotify for Artists tools in time for Spotify Wrapped 2024, read our blog which details everything you need to know about the features.

  1. Custom Clips for Engagement

One of the standout features for 2024 is the ability to create custom Clips. These short, engaging snippets of video content allow you to connect personally with your top listeners. By crafting these Clips and uploading them before the November 20th deadline, you ensure that they feature prominently in your listeners’ Wrapped experience. We first reported on the Tiktokification of Spotify in March 2023; find out how to use it to your advantage here.

  1. Marketing Beyond Music

While your music is the main attraction, don’t underestimate the power of merchandising. Offering branded merchandise can significantly boost your revenue and strengthen your brand identity. Ensure that your Spotify profile includes up-to-date links to your merch store. Additionally, consider special promotions tied to Spotify Wrapped, such as discounts or limited-time offers, to capitalise on increased traffic during the event.

Some artists, such as the TikTok sensation Mitski, have even been known to offer their top listeners exclusive access to merch; it is a great way to provide even more value to your fans who will cherish the merch all the more knowing their support directly gave them access to the exclusive items!

Conclusion 

Preparing for Spotify Wrapped 2024 isn’t just about updating your profile or submitting your latest tracks. It’s about strategically positioning yourself in a digital space that’s brimming with potential fans.

By taking full advantage of the extended deadline and utilising all the tools Spotify offers, you can ensure that your music reaches as many ears as possible. Remember, Spotify Wrapped is more than a yearly summary—it’s a chance to celebrate your growth, reflect on your achievements, and set the stage for even greater success in the coming year. So, dive deep, update wisely, and make this Spotify Wrapped truly your own.

And perhaps, most importantly, forget the naysayers who will use Spotify Wrapped 2024 as another prime opportunity to bemoan the streaming platform. Every year, like clockwork, the same old memes signalling how many streams would financially equate to the purchase of a physical album or a t-shirt! Yet, as a music industry marketing tool, Spotify is unrivalled! If you can’t beat them, join them!

Article by Amelia Vandergast

Gearing Up for a Melodic New Year: Navigating the Quiet Holiday Season in the Music Industry

Posted on 10 November 2024
festive season

As the festive season descends, the music industry experiences a noticeable deceleration, a stark contrast to its typical rhythm. This period, while synonymous with celebration and communal joy, is notoriously challenging for launching new music.

The general public’s attention diverts to holiday festivities, making it a less-than-ideal time for artists hoping to ensnare new listeners with their new material. Yet, this lull is not without its silver linings. It presents a golden opportunity for musicians to hunker down and refine their artistry, ensuring they enter the new year not just with new resolutions but with tangible advancements in their musical careers.

In this article, we have outlined several ways independent artists can make the most of the holiday season without neglecting their music careers.

  1. Reflect and Realign

In the solitude of the season, artists can find the space to reflect on their music career, taking the time to track the year’s highs and lows to assess what has worked and to understand what hasn’t, and perhaps most crucially, setting new, realistic goals.

It’s a period for musicians to consider their artistic direction and marketing strategies; for example, questions about which platforms yielded the most engagement or how live performances could be improved are central to forging a path forward. By using this quiet for strategic planning, artists can prepare to tackle the new year with a clear, refreshed perspective.

  1. Sink Into Songwriting

With the industry at a standstill, the holidays are perfect for songwriting. This time can be used to explore new musical ideas without the usual pressures of recording deadlines or tour schedules.

If you don’t want to do it solo, you can consider setting up dedicated songwriting camps, inviting collaboration from other musicians who are also experiencing the same seasonal downtime. By creating a stockpile of new material during the holidays, musicians ensure they have fresh content ready for release at optimal times in the upcoming year.

  1. Upskill Your Artistry

Progress as an artist is often equated with continuous learning and skill fine-tuning. The end-of-year break provides a quiet but powerful opportunity to learn new aspects of creativity. It’s an act of humility assessing your weak points and the areas you need to invest time to level up, but it is a crucial one nonetheless. Even if you consider yourself a virtuoso on your instrument of choice, there are always other avenues to explore.

For example, many artists are going down the DIY route when it comes to production; learning new home recording, mixing and mastering skills certainly can’t hurt. If you would rather pull teeth than get stuck into that side of things, you could learn video editing, photography for your future artwork, or how to graphically design your own merch. Putting your own personal touch on as many things as possible helps independent artists to build a more cohesive authentic brand. In 2025, just like in the last few years, branding will be everything!

If you do find yourself inclined to brush up on your skillsets, platforms like Skillshare, YouTube, or Coursera offer myriad courses that fit well within the holiday period. Whether it’s honing instrumental skills or understanding the nuances of digital audio workstations, each new skill acquired is a step toward becoming a more self-sufficient and versatile artist.

  1. Master Music Marketing

While the creative side of music is pivotal, mastering the art of marketing is equally important, as much as it is a thorn in many independent artists sides. The downtime during Christmas is ideal for artists to improve their understanding of the latest music marketing strategies. This might involve studying the algorithms that affect streaming and social media engagement, designing a more effective social media presence, or planning a marketing campaign for upcoming releases. Understanding how to effectively reach an audience can transform an artist’s visibility and engagement, setting the stage for greater success in the market-driven aspects of the industry.

  1. Network and Collaborate

Networking is often neglected during the busy year but can be critical during the holidays. Seasonal gatherings, even if virtual, and industry events provide unique opportunities to connect with other professionals. Building relationships during this time can lead to collaborations that might not have been possible during busier periods. Additionally, these connections can offer support, advice, and new perspectives, enriching an artist’s approach to their career.

  1. Plan Your Live Show Strategy

While many independent artists think rocking up to a live event and performing a random set of tracks without thinking how the performance is received by the crowd, as playing live is such a make or break aspect of an artist’s career, taking the time to consider how you can step up your live show game can take your career to stratospheric new heights.

The quieter months can be used to plan and refine live shows. This could involve choreographing new stage performances, designing engaging setlists, or integrating new technology into live shows. By dedicating time to the live aspect of music, artists can ensure they provide memorable experiences that resonate with their audience, reinforcing their presence in the industry.

Conclusion 

The festive season, often seen as a downtime in the music industry, is rife with opportunities for growth, learning, and preparation. By focusing on reflection, songwriting, upskilling, marketing, networking, and live performance strategies, artists can fully utilise this period to sharpen their skills and strategy. As a result, they can step into the new year equipped with new music, freshly cultivated skills, sophisticated marketing tactics, and a solid live performance plan, all poised to make a significant impact. The holiday slowdown, far from being a period of stagnation, is a strategic interval that sets the foundation for a dynamic and successful new year in the music industry.

For more information on how to take your music career to the next level, contact us today and enquire about our artist consultancy services.

Article by Amelia Vandergast

Navigating the Stream: Boosting Your Spotify Visibility in an Oversaturated Market

Posted on 3 November 2024
Spotify

This week, it was revealed by Hypebot that only 20% of artists can achieve the seemingly modest milestone of 1,000 monthly streams on Spotify. This statistic, while disheartening, offers an insight into the pervasive challenge of visibility within the industry.

With production and recording technology becoming increasingly accessible, the number of aspiring musicians uploading their sounds to Spotify has skyrocketed, leading to an oversaturation that has transformed the music industry’s landscape. Is this democratisation beneficial, or has it simply muddied the waters where only a select few can truly thrive?

Previously, the music industry was effectively behind a paywall, only accessible to those with enough funds to break through the financial barrier to pay for studio time. Today, effectively, anyone with a laptop can contribute to the airwaves and attempt to make their mark among the media plants.

This blog will explore how the music industry has evolved in recent decades, before providing workable tips for independent artists looking to be more than just a drop in the infinite sonic ocean.

From Vinyl to Virtual: The Evolution of the Music Industry

The music industry’s journey from the 1970s to the present day paints a fascinating picture of adaptation and transformation. From vinyl records to the streaming dominance of platforms like Spotify, the way music is produced, distributed, and consumed has undergone revolutionary changes. This evolution has not only impacted the commercial aspects of music but also the creative processes behind it.

The Vinyl Era and the Age of Gatekeepers

In the 1970s, the music scene was dominated by vinyl records and controlled by a handful of major record labels. These labels acted as gatekeepers, deciding which artists got the chance to record and distribute their music. This system placed a high barrier to entry for upcoming artists, making it difficult for them to break into the scene without significant label backing.

The Digital Shift and the Rise of CDs

The 1980s and 1990s witnessed the rise of digital recording and CDs, which provided higher sound quality and durability. This era also saw the beginnings of the digital revolution in music, with the introduction of digital audio workstations that began to democratise music production, allowing more artists to produce music at lower costs.

The MP3 Revolution and Online Distribution

The late 1990s and early 2000s brought about the MP3 revolution, which completely changed the landscape. Platforms like Napster disrupted traditional music distribution, leading to a massive shift towards online consumption. This period marked the decline of physical sales and the struggle of the industry to adapt to the digital age.

Streaming Takes Over

By the 2010s, streaming platforms began to dominate, culminating in Spotify’s rise as one of the most influential platforms in the music industry. These platforms offer unlimited access to vast libraries of music for a subscription fee or free with advertisements, fundamentally changing how music is monetized and challenging artists to find new ways to earn revenue.

The Current Landscape: Accessibility vs. Oversaturation

Today, virtually anyone with a computer and internet access can record and upload music to streaming platforms. While this has lowered the barrier to entry and allowed a more diverse range of artists to participate, it has also led to oversaturation. The sheer volume of available music makes it increasingly challenging for artists to stand out and achieve significant streaming numbers.

Five Workable Tips for Artists on Streaming Platforms

Given this historical context and the current challenges, here are five actionable tips for artists looking to increase their visibility and success on platforms like Spotify:

  1. Focus on Niche Markets

Instead of trying to appeal to everyone, artists can achieve more by targeting specific niches. By understanding and catering to a specific audience, artists can create more targeted and relevant content that resonates deeply with their listeners.

  1. Invest in Quality Production

While home recording has made music production more accessible, the importance of quality has not diminished. High-quality recordings can make a significant difference in how music is perceived by listeners and algorithms on streaming platforms.

  1. Use Smart Promotion Strategies

Artists should leverage all available channels to promote their music. This includes social media, music blogs, playlists, and collaborations with other artists. Effective use of these channels can significantly increase an artist’s visibility and streaming numbers.

The DIY ethos may seem attractive to independent artists who take immense amounts of pride in doing everything themselves, but very few successful artists got to where they are today alone. If you are serious about your music being heard, invest in PR; yes, there may be some music PR companies with campaign fees that will make your eyes water as you count the zeroes, but there are also swathes of cheaper PR options offered by people with strong connections within niches and local scenes – some charge as little as £50 per campaign!

  1. Engage with Your Audience

Building a loyal fan base requires active engagement. This can be through social media interactions, live streams, or offering exclusive content. Engaged fans are more likely to stream music repeatedly and share it with others. While it isn’t ideal that you have to invest so much of your time dedicated to your music affixed to Facebook, TikTok and Instagram, it is one of the best ways of organically growing a strong and loyal fanbase who will be worth far more than a few passive streams on Spotify!

  1. Analyse Data to Inform Decisions

Platforms like Spotify provide artists with data on how their music is performing. By analysing this data, artists can make informed decisions about everything from the type of music they produce to when they release it, maximising their chances of success.

Conclusion: Adapting to the New Normal

The evolution of the music industry from the 1970s to 2024 shows a pattern of disruption followed by adaptation. As we look forward, artists must navigate the challenges of an oversaturated market by focusing on quality, engaging directly with audiences, and leveraging modern marketing and data analytics. By adapting to these changes, artists have the opportunity to carve out successful careers in a radically transformed music industry.

Article by Amelia Vandergast

UK Live Music: Record-Breaking Economic Boom or Industry in Crisis?

Posted on 27 October 2024
Live Music

The live music sector in the UK is undoubtedly a powerhouse, with major contributions to the nation’s economy. According to a recent report by CGA Strategy, the sector hit a record high in 2023, boasting a £6.1 billion economic impact. However, a contrasting narrative emerges in the BBC’s report on ongoing struggles within the live music industry, highlighting challenges such as rising ticket prices, cancellations, and the battle to recover from the pandemic’s aftermath. Both reports offer important insights but present divergent viewpoints on the current state of the live music sector.

This blog will critically analyse the disparity between these two perspectives, highlighting the underlying complexities and the nuances that are often overlooked. By exploring the economic impact, the public’s perception of live music, the challenges for artists and venues, and the industry’s future, we can begin to understand why these reports seem at odds and what they suggest about the sector’s broader dynamics.

Record Economic Impact: A Strong Foundation or an Overstated Success?

The CGA Strategy article paints an optimistic picture of the UK’s live music industry. Its headline figure of £6.1 billion is undoubtedly impressive, with the report pointing to a “surge in consumer demand” and a significant increase in attendance at live events. Notably, the report credits festivals and large-scale concerts for contributing the lion’s share of this economic activity, suggesting that, at least on paper, the sector is thriving.

However, while the numbers may appear to reflect robust health, the CGA report doesn’t necessarily tell the full story. The figure is a testament to the economic power of the sector, but it arguably glosses over the granular details that have been deeply felt by smaller venues, independent artists, and local communities. The economic impact reported may primarily benefit larger stakeholders—such as major festivals, concert promoters, and established artists—while smaller players continue to struggle in a highly competitive and financially fraught environment.

The phrase “economic impact” can also be somewhat misleading. While it suggests growth and profitability, it doesn’t necessarily mean the wealth generated is being distributed evenly or that all sectors of the industry are experiencing the same boom. Moreover, the report doesn’t account for inflationary pressures or the rising costs that many industry professionals face, leading to questions about whether this £6.1 billion figure is as impactful as it seems.

The Ongoing Struggles: A Closer Look at the BBC Report

In contrast, the BBC’s report presents a more sobering view of the live music scene in the UK. While acknowledging the increasing demand for live music experiences, the article highlights a range of ongoing issues that are affecting the sector’s recovery from the pandemic.

Rising ticket prices, coupled with the cost-of-living crisis, have led to growing concerns among both fans and industry professionals. The impact on independent venues and smaller events is particularly pronounced, with many facing financial difficulty as they grapple with higher operational costs, fewer bookings, and cancellations.

The BBC article sheds light on the human cost of these challenges. Artists and promoters have expressed frustration at the widening gap between the excitement for live events and the practical realities of making them financially viable. This contrasts sharply with the CGA Strategy report’s focus on the economic benefits, suggesting that while live music may be in demand, the infrastructure supporting it is still struggling to recover fully. The BBC article also highlights the increase in no-shows at concerts, with fans purchasing tickets but failing to attend, leaving venues with empty seats and a loss of potential revenue. This paints a far less rosy picture than the CGA’s celebratory figures would suggest.

In this context, the success of large-scale events like festivals and arena tours, which are credited for much of the economic impact, may come at the expense of smaller venues and independent artists. These struggles aren’t reflected in the overall economic impact figure, which raises important questions about which parts of the sector are truly thriving and which are being left behind.

The Disparity Between Large and Small Players

One of the most striking aspects of these two reports is the clear divide between large-scale and small-scale players in the industry. The CGA report’s emphasis on major festivals and large concerts speaks to a segment of the industry that has benefitted significantly from the post-pandemic recovery. These events often have the backing of major promoters, significant sponsorships, and the ability to charge high ticket prices, which insulates them from some of the financial difficulties faced by smaller, independent events.

On the other hand, the BBC report paints a picture of smaller venues and artists struggling to stay afloat. Many of these venues rely on grassroots support and local communities, which have been hit hard by the cost-of-living crisis. Rising energy costs, rent, and operational expenses make it increasingly difficult for smaller venues to turn a profit, while independent artists face a challenging landscape where gig fees often fail to cover their costs. The stark contrast between these two sectors raises questions about whether the live music industry is becoming increasingly bifurcated, with large players thriving at the expense of smaller ones.

The BBC article also touches on another growing issue: the over-saturation of the market. As more artists vie for limited gig opportunities, particularly in the wake of the pandemic, many are finding it harder to secure bookings, leading to increased competition and lower fees. This, in turn, impacts the profitability of venues, which may struggle to attract the same level of attendance as larger events. These challenges contribute to a sense of disparity within the industry, which is not adequately addressed by the CGA’s headline figures.

Recovery or Fragility: What Does the Future Hold for the UK’s Live Music Sector?

Both reports indicate that the live music sector is undergoing significant changes, but they diverge on the broader implications of these shifts. The CGA Strategy report presents a picture of recovery and growth, driven by strong consumer demand and high levels of engagement with live events. This optimism is not unwarranted, especially given the pent-up demand following years of lockdowns and restrictions. The success of major festivals like Glastonbury and Reading, alongside the return of international tours, has undoubtedly contributed to the sector’s recovery.

However, the BBC article offers a more nuanced and cautious outlook, highlighting the fragility that still exists within the industry. Smaller venues and independent promoters remain vulnerable, and the ongoing financial pressures could lead to further closures and cancellations if these challenges aren’t addressed. While the economic impact of the live music sector may be at a record high, the sector’s foundation appears to be built on shaky ground.

The disparity between these two reports points to a broader issue within the live music industry: the sector is far from a monolith. While large-scale events may be thriving, the smaller, independent players that form the backbone of the industry are still struggling to find their footing. The future of the live music sector will likely depend on how these challenges are addressed and whether the industry’s recovery can be made more equitable.

Article by Amelia Vandergast

Interview Tips: How Independent Artists Can Make the Most Out of Interviews

Posted on 13 October 2024
Interview Tips

Navigating the music industry as an independent artist comes with its fair share of challenges and opportunities. Among these, interviews can be particularly daunting. Whether it’s a chat on a podcast, a live stream, a phone call, or even just responding to questions via email, interviews offer artists a valuable platform to share their stories, connect with audiences, and promote their music.

For artists new to the scene, making a memorable impact can be crucial. If you’re nervous about stepping into the interview spotlight, these practical interview tips will help you approach any interview setting with confidence.

  1. Preparation Is Key: Know Your Story and Message

Whether the interview is in person, over a video call, on the phone, or via email, having a good grasp of your story and the message you want to convey is essential. Take time to think about why you create music, what inspires your songs, and the journey that brought you to where you are today. Knowing your narrative inside out will allow you to speak naturally and passionately about your music, which can make all the difference in capturing the interest of your audience.

It’s also beneficial to research the interviewer and the platform. Understanding the style of the publication or the tone of the podcast can help you tailor your answers to suit the audience.

If it’s a blog known for deep-dive features, prepare to share more personal insights. If the platform has a more casual vibe, get ready to chat like you’re talking to an old friend. Adjusting your responses accordingly will make the interview flow more naturally and show that you respect the interviewer’s style.

While preparation is crucial, try not to sound overly rehearsed. Avoid memorising responses word for word; instead, focus on key points you want to touch on. This approach will help you speak authentically and keep the conversation dynamic rather than scripted.

During the interview, if a question catches you off guard, don’t be afraid to take a moment to think about your answer. It’s better to pause and gather your thoughts than to rush into a response. Remember, it’s completely acceptable to say, “That’s an interesting question, let me think about that for a moment.”

It’s also useful to prepare a few key talking points in advance. If you feel like the conversation is drifting or you’re struggling to articulate your thoughts, you can steer the dialogue back to familiar ground by discussing a topic you’re more comfortable with.

  1. The Power of Vulnerability and Authenticity

Authenticity is a major factor in connecting with your audience. In the era of social media, people crave genuine stories and emotions, and your fans are no different. Don’t be afraid to open up and show a more vulnerable side in your interviews. While it can be tempting to present a polished image of yourself as a confident artist with all the answers, sharing your struggles, insecurities, or even some behind-the-scenes stories can make for a much more impactful interview.

The beauty of being an independent artist lies in your ability to shape your image without the constraints often imposed by major labels. Use this to your advantage by letting your personality shine through. It’s not about airing your dirty laundry, but rather about sharing experiences that shaped your music and artistic journey.

Perhaps you wrote a song about a challenging time in your life, or maybe your music career started as a means of coping with something traumatic. Opening up about these experiences can help listeners relate to your story, forming a stronger connection to your music.

That said, it’s also okay to set boundaries. If certain topics feel too personal to discuss or you’d rather not go down a particular path, communicate that respectfully. You can still be honest and authentic without compromising your privacy.

  1. Keep Your Ego in Check: It’s About the Music, Not Just You

It’s easy for artists to get caught up in their own hype, especially if they start seeing some early success. However, one of the most crucial interview tips for independent artists is to keep your ego in check. Let the music speak for itself and use the interview as a chance to connect with your audience rather than to boast about your achievements.

Your humility will set you apart, especially in a world where many artists are often preoccupied with appearing “larger than life.” There’s a fine line between confidence and arrogance; being self-assured is great, but a little humility can go a long way. When discussing your accomplishments, always remember to credit the people who helped you get there. Whether it’s a supportive producer, a dedicated bandmate, or even your fans, acknowledging the community around you will reflect well on you and help you come across as grounded and appreciative.

Another important aspect of managing your ego is being open to constructive criticism and alternative perspectives. The interviewer might challenge your views or ask a question that catches you off guard. Instead of getting defensive, use these moments to expand the conversation. Showing that you’re willing to listen, learn, and even change your mind can make you more relatable and respected.

  1. Make the Interview Interesting for the Readers and Listeners

While it might feel like the focus is entirely on you, remember that the aim is to connect with listeners or readers and offer something meaningful. Avoid the trap of giving generic answers or falling into the monotony of simply promoting your latest single. Dig deeper and share anecdotes, insights, or even some humorous moments that shaped your artistry.

It can also be helpful to think about your interview from the audience’s perspective. What do they care about? What would they find intriguing? If you’re discussing a new song, consider sharing the story behind it, the creative process, or even some of the unexpected influences that shaped the track. These details give fans a behind-the-scenes look at your artistry, which can be much more interesting than simply stating the song’s title and where to stream it.

Another way to add depth is by speaking about the broader context in which you create music. Are you influenced by current social issues? Do you have a unique approach to songwriting? Discussing topics that go beyond just you and your music can make the conversation more engaging for a wider audience.

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If you have a story to share or you want to promote a new release, read our interview tips above and complete an interview submission with A&R Factory via this link. Our A&R team custom-creates interview questions to avoid the pitfall of generic questions leading to uninspired answers.

 

Article by Amelia Vandergast

How and When to Use QR Codes in Music Marketing Campaigns

Posted on 4 October 2024
QR Codes

The digital age has given independent musicians a wealth of tools to market their music more effectively, but it’s easy to get lost in the sea of apps, social media platforms, and promotional strategies. One tool that’s been lurking in the background but is now having a resurgence in popularity is the QR code. Once dismissed as a passing trend, QR codes are now proving themselves as a versatile, cost-effective, and accessible way to engage with fans. Understanding how and when to use QR codes in your marketing campaigns can make all the difference in expanding your reach and converting casual listeners into loyal fans.

The QR Code Comeback: Why They Matter in Music Marketing Today

While QR codes have been around since 1994, they didn’t become widely used in marketing until much later, largely because of smartphone limitations. Before 2017, iPhone users had to download third-party apps to scan QR codes, which, quite frankly, no one could be bothered to do.

It wasn’t until the iOS 11 update that iPhones got native QR code scanning capabilities. Fast-forward to the COVID-19 pandemic, when touchless interactions became essential, and QR codes re-entered the mainstream, mostly used for accessing restaurant menus without physical contact. Since then, they’ve stuck around and evolved, finding new applications in industries like retail, entertainment, and yes, music marketing.

Today, QR codes offer a seamless bridge between the physical and digital worlds. By simply scanning a code, fans can be taken directly to your latest single, merch store, or tour dates, bypassing the need to manually type URLs or search for your content. The simplicity and accessibility of QR codes make them a natural fit for independent musicians looking for quick ways to engage with fans.

How to Use QR Codes in Your Music Campaigns

If you think QR codes are just for directing fans to your website, think again. Their potential in music marketing is vast, and here are some creative ways to use them effectively:

Link to Exclusive Content

Your fans are always hungry for something new. A QR code that links to an exclusive track, behind-the-scenes video, or a sneak peek at an upcoming project can give your audience a reason to engage with you on a deeper level. Place these QR codes on posters, album artwork, or even business cards to create curiosity and excitement. Imagine handing out flyers after a gig with a QR code that leads to a thank you message and a free download of an unreleased song. It’s a small gesture, but it adds a personal touch to your fan interactions and strengthens the artist-fan relationship.

Merchandise Integration

For independent musicians, selling merch can be a crucial revenue stream, but it’s also an excellent marketing opportunity. Incorporating QR codes into your merchandise can take things to the next level. Imagine selling t-shirts with a QR code printed on the sleeve that directs buyers to a hidden track, a discount on their next purchase, or a behind-the-scenes video of the making of your album. Not only does this provide added value to the buyer, but it also keeps the engagement going long after the gig ends.

QR codes can also be used at live events to make it easier for fans to purchase merch. By scanning the code on a poster or banner, they can be taken directly to your online store, where they can place an order without waiting in line. For musicians who tour frequently, this can make a huge difference in sales and customer satisfaction.

Engage with Fans at Live Shows

Speaking of live events, QR codes can be a powerful tool for boosting fan engagement during your shows. Place them around the venue on posters or screens, and encourage your audience to scan them for a chance to enter a contest, access exclusive content, or follow your social media profiles. You could even create a setlist voting system, where fans can scan a code and vote for the next song you’ll perform. This not only makes the audience feel more involved but also provides you with valuable data on fan preferences.

Additionally, QR codes can make it easier for fans to sign up for your mailing list or follow you on Spotify, Apple Music, or social media. Instead of asking them to search for you, give them a quick and easy way to connect by scanning a code. This is particularly useful for smaller acts who are still building their fanbase, as it reduces the friction in the fan conversion process.

Marketing and Promotion Strategies

QR codes aren’t just useful for direct fan engagement; they’re also an excellent way to improve your overall marketing strategy. Include them on your physical flyers, posters, and album covers to drive traffic to your latest releases, website, or social media pages. If you’re running a crowdfunding campaign, a QR code that directs fans to your campaign page can help you reach your goals faster. Similarly, if you’re promoting an upcoming tour or single, a QR code linking to the event page or streaming platform ensures that fans can find your content quickly and easily.

Another emerging trend in QR code usage is geo-targeting. Imagine placing different QR codes in different cities during your tour, each one unlocking unique content tailored to that specific audience. For instance, you could offer a discount on tickets for your next show in that city or share a playlist inspired by the local music scene. By offering city-specific content, you create a more personalised experience for your fans, encouraging loyalty and repeat engagement.

Best Practices for Using QR Codes in Music Marketing

While QR codes offer numerous advantages, there are some best practices to keep in mind to ensure their success in your campaigns:

  • Placement is Key: Don’t just slap a QR code on a random flyer or website and hope for the best. Think about where your fans are most likely to see and engage with it. Place QR codes on concert posters, merch displays, and your social media profiles. Make sure they’re easy to spot and scan.
  • Incentivise Engagement: Give fans a reason to scan the code. Whether it’s offering exclusive content, contest entries, or discounts, make sure that the reward is enticing enough to prompt action.
  • Test Before Launching: Always test your QR codes before using them in your marketing campaigns. Make sure they work properly and direct users to the correct page or content. The last thing you want is for your fans to be met with a broken link or an error page.
  • Track Your Success: One of the biggest advantages of QR codes is the ability to track their performance. Use tools like Google Analytics to monitor how many people are scanning your codes and engaging with your content. This data can help you refine your strategies and optimise future campaigns.

When Should You Use QR Codes?

QR codes are incredibly versatile, but that doesn’t mean they should be used everywhere. Here are some key moments when QR codes can be particularly effective in your music marketing:

  • During Album Releases: When you’re dropping a new single, EP, or album, you want to create as much buzz as possible. Use QR codes to direct fans to your pre-save link, exclusive teasers, or limited-edition merch. Place these codes on posters, flyers, and social media to spread the word.
  • On Tour: Touring is one of the best times to use QR codes. Whether it’s to sell merch, promote your next show, or offer exclusive tour content, QR codes can make it easier for fans to stay connected with you while you’re on the road.
  • At Live Shows: Live events are prime opportunities to engage with your audience through QR codes. Use them to direct fans to exclusive content, encourage social media follows, or gather email sign-ups for your mailing list.
  • For Special Campaigns: If you’re running a crowdfunding campaign, releasing a limited-edition vinyl, or offering a discount on your merch store, QR codes can help drive traffic to your campaign and increase conversions.

Conclusion

QR codes may have been around for 30 years, but their potential in music marketing is only just being realised. For independent musicians, they offer a cost-effective, easy-to-use, and highly versatile tool for engaging with fans, promoting new releases, and increasing sales. By understanding how and when to use QR codes, you can hone your marketing efforts, making it easier for fans to discover and support your music.

As with any marketing strategy, success depends on execution. QR codes should be seamlessly integrated into your campaigns, incentivised with exclusive content or rewards, and placed where they’ll have the most impact. With a little creativity and careful planning, QR codes can become a valuable part of your music marketing toolkit, helping you stand out in a crowded industry and grow your fanbase.

Article by Amelia Vandergast

Priced Out and Pissed Off: The Great Ticketmaster Concert Ticket Heist of 2024

Posted on 26 September 2024
Ticketmaster

Contempt for Ticketmaster has reached new heights in 2024 after what transpired to be a ticket-buying tragedy for many Oasis fans. Yet, the disdain for the monopolists with a penchant for absurdly high fees and an infuriating refusal to stave off scalpers is hardly novel.

From data breaches to the scandal of dynamic pricing, which was apparently introduced to prevent scalpers from snatching up in-demand gig tickets but all it does is exploit fans who get up at the crack of dawn to sit at their laptop in the hopes of purchasing a relatively fairly priced ticket to see their favourite bands, Ticketmaster’s list of sins is getting out of control.

What was once a straightforward transaction has transformed into a high-stakes game of chance, where fans are pitted against dynamic pricing algorithms, unyielding virtual queues, and a system that appears to favour profits over people.  But how did we get here and is there any end to Ticketmaster’s monopolised tyranny?

Dynamic Pricing: The New Frontier of Exploitation

Dynamic pricing is not a novel concept. It’s been employed in industries such as airlines and hospitality for years, adjusting prices based on demand. However, its introduction to the world of concert tickets has sparked widespread backlash. The premise is simple: as demand for tickets increases, so does the price. In theory, this should deter scalpers and ensure tickets go to genuine fans. In practice, it often results in astronomical prices that many can’t afford.

Take the recent Taylor Swift and Bruce Springsteen tours as prime examples. Fans found themselves in digital queues tens of thousands strong, only to watch ticket prices skyrocket before their eyes. A ticket originally listed at £100 could, within minutes, inflate to over £1,000. The justification from Ticketmaster? It’s a way to counteract resellers and ensure that tickets reflect their “true market value.” But this argument rings hollow to many who see it as nothing more than price gouging.

The controversy has reached a boiling point, with fans and artists alike calling for change. The irony is palpable: a mechanism purportedly designed to fight scalping is instead pricing out genuine fans, making it clear that the system is fundamentally flawed. The recent dynamic pricing debacle surrounding Oasis’s rumoured reunion tour—where tickets were allegedly sold on secondary markets before any official announcement—only further highlights the lack of transparency and fairness in the current system.

From Record Stores to Digital Disasters: The Evolution of Ticket Buying

To understand how we got here, it’s essential to look at the evolution of ticket purchasing. Not so long ago, buying concert tickets was a tangible experience. Fans would queue outside venues or record stores, often camping overnight for the chance to secure tickets. It was a communal experience, shared with fellow fans who were just as excited to see the band. The process, while time-consuming, was largely fair: first come, first served, and tickets sold at face value.

The advent of the internet promised to streamline this process. With the click of a button, fans could purchase tickets from the comfort of their own homes. But as online sales became the norm, so too did new challenges. The anonymity of the internet provided a fertile ground for scalpers armed with bots capable of purchasing thousands of tickets in seconds. What once felt like a level playing field quickly became an uneven battlefield.

The digital age has brought convenience but at a cost. The personal touch of interacting with a human being behind the ticket counter has been replaced by unfeeling algorithms. Fans now face the dual frustrations of navigating confusing online platforms and competing with sophisticated automated systems. The nostalgia for the old ways of buying tickets is more than just a longing for the past; it’s a desire for a system that felt inherently more fair and accessible.

Viagogo and the Resale Racket: When Desperation Meets Exploitation

If dynamic pricing is one side of the coin, resale sites like Viagogo represent the other. These platforms have become synonymous with extortionate prices and questionable practices, often benefiting scalpers and touts at the expense of genuine fans. Tickets that sold out within minutes on official platforms reappear on Viagogo, marked up by hundreds or even thousands of pounds. It’s a modern-day Wild West, where regulations are sparse, and the rules are made up as they go along.

Viagogo has been embroiled in controversy for years, facing legal action in multiple countries for its lack of transparency and misleading practices. The site has been accused of selling invalid tickets, failing to disclose seat locations, and charging exorbitant fees. In 2024, the situation has reached a crisis point. Stories of fans paying inflated prices for non-existent seats or receiving tickets for different events altogether are rife. The platform’s opaque operations make it difficult for fans to know if they’re getting a legitimate deal or a costly scam.

The resale market thrives on desperation. Fans who missed out on the initial sale, whether due to dynamic pricing, site crashes, or simply bad luck, turn to these platforms as a last resort. For many, the choice is stark: pay the inflated price or miss out on a once-in-a-lifetime experience. The fact that this decision is even necessary speaks to the systemic failures of the current ticketing landscape.

Is There a Fairer Future for Ticket Sales? Don’t Hold Your Breath

The failures of the current system are glaringly obvious, and yet, meaningful change seems elusive. There are potential solutions that could revolutionise the way tickets are sold and distributed. Blockchain technology, for instance, offers a promising avenue for securing ticket sales, ensuring that tickets can’t be duplicated or resold at inflated prices. Verified fan programmes, where fans register in advance and prove their support for an artist, have shown some success in curbing scalping.

But these solutions are far from perfect and face significant barriers to widespread adoption. Implementing blockchain technology on a global scale would require massive infrastructural changes and significant buy-in from all stakeholders. Verified fan programmes, while well-intentioned, can be cumbersome and still leave room for exploitation. Moreover, these measures do little to address the core issue: the dominance of a few major players in the ticketing market who have little incentive to change.

Ticketmaster, in particular, has shown a remarkable resilience to criticism. Despite being the subject of investigations and lawsuits, they continue to operate much as they always have. The recent scandal involving Oasis’s alleged reunion tour has brought renewed scrutiny, but it’s unclear if this will lead to any substantive change. The bottom line is that the current system is highly profitable for those at the top, and without significant pressure, there’s little reason to believe they will voluntarily disrupt their own business model.

The Cure’s Stand Against Ticketmaster: A Beacon of Hope?

In a landscape dominated by corporate interests and profiteering, it’s easy to feel powerless. But there are glimmers of hope. The Cure made headlines for their bold stand against Ticketmaster’s excessive fees. After learning that fans were being charged exorbitant fees on top of ticket prices, the band intervened, negotiating with Ticketmaster to offer partial refunds to affected fans.

It was a rare victory against Ticketmaster and one that demonstrated the power of artists to advocate for their fans. The Cure’s actions were a stark reminder that the relationship between artists and their audience should not be mediated solely by profit-driven corporations. It also highlighted how broken the system has become, when a band’s intervention is needed to ensure that fans are treated fairly.

While The Cure’s stand is commendable, it’s not a scalable solution. It requires artists to take a proactive stance, potentially risking their own financial interests and relationships with powerful entities like Ticketmaster. For the average fan, it’s a reminder that while there are people fighting for fairness, those victories are hard-won and far too rare.

Conclusion: The Long Road to Reform

The ticketing system of 2024 is a labyrinth of frustration, dominated by monopolistic practices and skewed against the very fans it claims to serve. The promise of live music—the shared joy of seeing an artist perform, the collective energy of a crowd—should be accessible to all, not just those with deep pockets or exceptional luck.

There are potential solutions on the horizon, but they require a willingness to disrupt the status quo that has yet to be demonstrated by the industry’s key players, such as Ticketmaster. Until there’s a concerted effort to put fans first, the great ticketing crisis of 2024 will continue unabated.

For now, fans are left navigating a broken system, hoping for a fair shot at the experiences they cherish. As we look to the future, the question remains: will the industry find a way to balance profitability with fairness, or will we continue down this path of ever-increasing exploitation? One thing is clear—change is desperately needed, but whether it will come remains to be seen.

Article by Amelia Vandergast